Making mates for your shoes
Knotty, a Delhi-based shoe accessory brand, was looking to take their wide range of laces into the D2C space. We set out to do a top-to-toe brand identity for them to bring them to market.
After studying Knotty's product line, we delved into market research to pinpoint the ideal brand direction. Our exploration led us to California's vibrant skateboarding culture, for its laid-back attitude and eclectic style—a perfect match for Knotty's product range.
Inspired by California's diverse landscapes, we conceptualised Knotty's logo, drawing parallels between the brand's resilience and the tenacity of the region's cacti. This symbolism infused the brand with a sense of durability and adaptability.
Building on the cactus motif, we developed a custom font for Knotty's messaging. Each letter echoed the soft curves of desert flora, offering a contrast to the rugged terrain; striking the perfect balance between top-notch quality and a playful, tongue-in-cheek attitude.
We devised the colour palette as a reflection of California's expansive skies, capturing the ever-changing hues of dawn till dusk. Extensive and diverse, the palette was meticulously curated to accommodate Knotty's wide range of product offerings, from bold primaries to serene pastels.
Just as the skies above Knotty's palette invites customers to explore, experimenti and express themselves freely, ensuring that therels a hue for every mood and moment.
Stick it!
Developed as sticker sheets to accompany packaging and to be used across brand communications, we worked with Riya Lalchandani, the graphic lead on the project, who designed stickers that are a mix of custom-drawn illustrations, text-focused designs, and playful icons. Drawing inspiration from pop culture references like the iconic "Aglet Song" from Phineas and Ferbf as well as clever word plays on knots, each sticker is a nod to Knottyls playful spirit.
Whether itis a whimsical illustration of a tied up skateboard or a cheeky pun about tying the knotl Knotty's stickers are tongue in cheek in line with the brand copy. With these stickers, customers can customise their belongings and be Knotty.
Knot just words
Drawing inspiration from the brand name itself, our copy chief, Kiran Galani developed a series of tongue-in-cheek taglines and copy that played on the dual meanings of "knotty." Leveraging phrases like l'We like it tight and lasts long' we aimed to not only highlight the durability of Knotty's products but also inject a sense of humour into the brand's persona.
Our research delved into consumer preferences and linguistic trendsj uncovering the appeal of witty wordplay and pop culture references among Knottyls target demographic, particularly Cen Z. Knotty's tongue-in-cheek copywriting became a cornerstone of its verbal identity as we tapped into the zeitgeist of youthful irreverence.
It's a mix tape! Press Play!
Inspired by the iconic cassette tape, our packaging design takes you on a journey back to the days of mixtapes and endless possibilities. Each box is a mini time capsule, with the shoelaces neatly wound up inside, waiting to be unleashed. Just like the anticipation of pressing play on your favourite track, opening a Knotty package is an experience.
Additionally, since each tape features a distinct sky, they become sought-after collectibles for consumers. Each pack also has a special Spotify link to be scanned and played to get in the groove.
Additionally, since each tape features a distinct sky, they become sought-after collectibles for consumers. Each pack also has a special Spotify link to be scanned and played to get in the groove.
Beyond product showcases, our homepage underwent customizations tailored to the seasons and timely events, such as a whimsical snowfall during Christmas and other seasonal elements, keeping our digital storefront fresh and in tune with the times.
Moreover, we incorporated subtle design elements, such as curves reminiscent of desert terrain, adding depth and texture to the user interface while evoking the adventurous spirit of Knotty's California inspiration. This holistic approach to digital design not only enhanced user engagement but also reinforced Knotty's brand identity as both dynamic and immersive.